Heileman's Old Style Light Lager Beer 12 Oz Tab Top Can

Heileman's Old Style Light Lager

Produced by the G. Heileman Brewing Company in La Crosse, Wisconsin, this 12-ounce container features one of the most recognizable graphic designs in Upper Midwest breweriana. Founded in 1858 by Gottlieb Heileman and John Gund, the La Crosse brewery expanded from a regional operation into one of the country's major brewing networks, largely anchored by the enduring prominence of its flagship Old Style brand.

The can showcases Old Style's traditional heraldic imagery, prominently centering the distinctive red, white, and blue shield crest alongside bold gothic script and typography denoting it as "Light Lager Beer". Many printings emphasize the company's traditional kraeusening process—a German natural double-fermentation method heavily highlighted across Heileman's packaging and advertising to denote brewing heritage.

During the circulation of this container design, G. Heileman achieved broad pop-culture prominence throughout the Midwest. In La Crosse, the brewery famously painted its massive riverside storage tanks to resemble the "World's Largest Six-Pack," decorated with Old Style can graphics. The label also developed a legendary presence in regional sports culture, notably becoming an enduring staple among baseball fans at Wrigley Field in Chicago.

For breweriana collectors, this release captures a period of extensive growth and regional consolidation. Variations exist across production runs, showing differences in canning manufacturer logos, side-panel mandatory text, bottom lid construction, and brewery location listings as Heileman expanded operations across multiple facilities.